{"id":103,"date":"2025-09-24T06:05:24","date_gmt":"2025-09-24T06:05:24","guid":{"rendered":"https:\/\/simplisyt.com\/blog\/?p=103"},"modified":"2025-11-28T07:36:06","modified_gmt":"2025-11-28T07:36:06","slug":"the-new-era-of-market-research-whats-changing-and-why","status":"publish","type":"post","link":"https:\/\/simplisyt.com\/blog\/the-new-era-of-market-research-whats-changing-and-why\/","title":{"rendered":"The New Era of Market Research: What\u2019s Changing and Why?"},"content":{"rendered":"\n

Market research is no longer confined to static surveys<\/a> and lab-based focus groups. The field is experiencing a dynamic shift  shaped by smarter tools, shifting consumer behavior, and the growing demand for continuous, in-the-moment insights. What was once a slow-moving, one-size-fits-all process is evolving into a flexible, tech-enabled discipline. For teams navigating today’s fast-changing markets, staying in tune with these shifts isn\u2019t just helpful, it’s a strategic imperative.<\/p>\n\n\n\n

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1. Research is Becoming Faster and Smarter<\/strong><\/h3>\n\n\n\n

Speed is now a necessity. According to a GreenBook GRIT Report (2024)<\/strong>, 62% of market researchers say \u201cfaster turnaround times\u201d is their top priority when selecting research tools or partners.<\/p>\n\n\n\n

With tighter deadlines and the need for real-time insights, companies are increasingly moving away from lengthy, one-off research cycles to agile, iterative research methods that can scale with evolving business questions.<\/p>\n\n\n\n

Key shift: From project-based research to ongoing insight generation.<\/em><\/p>\n\n\n\n

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2. AI and Automation Are Reshaping Research Roles<\/strong><\/h3>\n\n\n\n

AI isn\u2019t replacing researchers, it’s redefining their work. From automating open-end coding to generating real-time sentiment analysis, AI tools are making research more efficient and scalable.<\/p>\n\n\n\n

In fact, Forrester predicts that 60% of research tasks could be automated by 2027<\/strong>, freeing up researchers to focus on interpretation, storytelling, and strategic alignment.<\/p>\n\n\n\n

What this means:<\/strong> Skills like critical thinking, human empathy, and narrative-building are more valuable than ever.<\/p>\n\n\n\n

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3. Qualitative is Gaining New Power<\/strong><\/h3>\n\n\n\n

Qualitative research has traditionally taken a backseat to quantitative data  but that\u2019s changing.<\/p>\n\n\n\n

The rise of digital diaries, video-based interviews, and mobile ethnography has made qualitative insights more accessible and scalable. According to ESOMAR\u2019s Global Market Research Report<\/strong>, qualitative research in North America saw a 6.8% growth in revenue in 2023\u00a0 the largest increase in a decade.<\/p>\n\n\n\n

 Today\u2019s brands want to understand not just what consumers do, but why they do it.<\/em><\/p>\n\n\n\n

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4. Diversity and Representation Are Now Core Metrics<\/strong><\/h3>\n\n\n\n

In the U.S., representation in research samples is receiving long-overdue attention. The Insights Association<\/strong> has emphasized the need for inclusive practices, warning that failure to diversify panels could lead to incomplete or misleading insights.<\/p>\n\n\n\n

Major brands are now demanding:<\/p>\n\n\n\n